B2B Marketing Mentor: Native advertising popular because “It works”
Software Advice‘s new article: “7 Ways B2B Marketers Can Maximize the Impact of Native Advertising Campaigns” explains not only why native advertising works, but also provides actionable steps for making it work for your business.
While there are 7 key points in this article, the most often ignored is the importance of “respecting the unique characteristics” of different platforms and how following that rule ultimately translates into a respect for your consumer.
Think about it this way: I’m a consumer. I read articles from The Economist when I’m seeking intellectual stimulation and other times find myself clicking through buzzfeed for the day’s cutest cat video. Advertisers that ignore my different moods and choose instead to serve the same ads, written in the same tone of voice, are going to miss an opportunity to connect with me.
Other article highlights include stats like:
- “(Native ads) have an 18 percent higher purchase intent after viewing native ads as compared to banner ads; and”
- “Click through rates for highly scalable banner ads have plummeted 4,500 percent over the last 12 years, from 9 percent to 0.2 percent, which means a person is more likely to get struck by lightning than click on one”
The B2B Marketing Mentor also illustrates GE as a prime example of a company who understands nuances of native and has created two different, and completely consumer-centric, native ad campaigns.
Check out the full article here: 7 Ways B2B Marketers Can Maximize the Impact of Native Advertising Campaigns from Software Advice